ORLANDO, Fla. — L&M Cos. is changing its brand to emphasize the company’s grower roots, with a new “Well Grounded” tagline.

The Raleigh, N.C.-based company released a new logo at the Produce Marketing Association’s Fresh Summit 2010, replacing the former logo that had been in use for more than three decades.

“Because we haven’t changed our logo in so long and because we had an apple in the logo, we’re about so much more than apples,” said Lee Anne Oxford, director of marketing. “A lot of what we have done over the years has been to help our customers get more involved through controlling the supply chain. Many of our efforts have centered around that."

“This new brand speaks well to our growers and our heritage in the industry,” she said.

The “Well Grounded” motto represents L&M’s down-to-earth and hard-working growing philosophy, Oxford said. She said the company plans to revamp its website and is working on developing a position in the social media world.

Soon, L&M plans to add the branding to all of its communications and packaging, Oxford said.